The complexity of insurance policies and the often-deferred, if ever realized, benefit for the end user have traditionally meant that insurance is a product that is sold and not bought. But, as consumer preferences and buying behaviors change, insurance providers must be prepared to move toward a middle ground, aligning distribution strategies to meet the modern customer at the desired point of purchase.
Insurers need to offer differentiated products and convenient ways to purchase insurance to capture the business and, perhaps more importantly, the loyalty of today’s consumers. Read more of my article from InsuranceThoughtLeadership.com here.